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User Experience Strategies
Online Video Lead Adopters Bypass the Smart TV with Personal Devices
Strategy Analytics revisited eight early adopter digital media users who were first interviewed in 2010. While half of the participants have since purchased a dedicated smart TV, the majority still think that connected TV technologies have so far failed to deliver what they were looking for three years ago. None of those who now own smart TVs use this product as their main source for connected media entertainment. While a few participants find the embedded Internet and applications of the smart TV useful and convenient, the majority find using apps and connected services on other mobile devices, like a tablet or smartphone, easier and more efficient. As daily life for many gets busier with growing families, they have less time to consume TV/video, so these consumers now rely much more on the convenience of personal devices and streaming video services to provide TV/video content on demand.